I recently wrote about how many tech companies struggle to turn awareness into demand because of an unclear value proposition. A very useful approach to solving this problem is to create a library of use cases, with each use case showing—very clearly and in language your prospects recognize and relate to—how whatever it is that you sell solves a business problem. And […]
Marketing hacks are not like gold: they’re everywhere and largely worthless. Just now I did a Google search for “marketing hacks” and got 69 million results. Just a few weeks ago I read this list of 20 growth marketing hacks and was gobsmacked by such gems as “define your ideal customer” and “go where your customers are” (I mean, it does kinda […]
Lots of companies (and the agencies they hire) are great at public relations: through good planning and diligent execution, their executives speak at conferences, their technology wins awards, and people in the industry recognize their name. They have succeeded in creating awareness. But that’s not the same thing as succeeding with demand generation. They’ve generated a golf clap, and nothing more. Unfortunately, […]
Seasoned corporate communications pro (and Senior Manager, Corporate Communications at eSentire) Dan Deeth shares his knowledge of public relations, media and analyst relations, and data-driven thought leadership.
Honestly I think it’s unhealthy thinking to have a ‘get acquired, be rich’ goal for your company. Focusing on market problems and being pragmatic about how you get there is important. If you want to be acquired, then create something worth acquiring. Ian Hassard—Director of Product Management at Arctic Wolf We recently caught up with Ian Hassard, who—while running Product Management and […]
With 2020 upon us, let’s give ourselves (as marketers) the best chance to succeed in “the year of perfect vision.” To inform our activities—to make sure we’re doing the right things—here are 20 marketing (and related) questions we should ask before we get going on anything else. It is not the answer that enlightens, but the question. Eugene Ionesco Setting the Stage […]
If you’re looking to fill a product marketing role in Kitchener-Waterloo, then you might have noticed a problem: there aren’t enough product marketers to go around. In Kitchener-Waterloo, there aren’t enough product marketers to go around I suppose you can take some solace in the fact that you’re not alone, and it’s not personal—in just the past couple of weeks I’ve spoken […]
It’s far more expensive for your company to have SMEs jumping on calls, to suffer from stalled sales cycles, to be ignored in the marketplace, or to overspend on digital than it is to invest in scalable, shareable technical marketing content.
Here at Cromulent, we’re big fans of thought leadership. And to be clear, we mean legitimate thought leadership, consisting of unique, helpful, insightful programs and content. For start-ups and scale-ups, effective thought leadership programs can put you on the map, help you punch above your weight, and go toe-to-toe with the established players. For established players, effective thought leadership can help you […]
Over the weekend, I did some thinking into how tech companies—and tech scale-ups, in particular—benefit by using a marketing as a service company like Cromulent. I thought of a bunch of reasons, but the most common is probably that working with us (or any other decent agency or consultant, for that matter) lets organizations tap into valuable—and in some cases rare—skills and […]